When it comes to your digital marketing strategy, landing pages are meant to drive conversion events. Having a webpage that doesn’t perform well in the SERPs and can’t be found is a waste of a page. You won’t get conversions through your landing page if nobody can find it. Similarly, if that page isn’t optimized to target the right audience, it’s likewise going to waste. Marketers know effective landing page optimization consistently attracts more organic traffic and the right potential customers — those interested in your product or service and, thus, most likely to convert. In this guide, we explore some of the best practices to rank landing pages.
What Is an SEO Landing Page?A landing page focuses on targeted keywords you hope to rank for and always includes a call-to-action (CTA). It is typically part of a larger inbound marketing campaign, where the goal is to increase your share of total search traffic within your industry. The landing page’s defining characteristic is the form, which is designed to capture visitor information. Effective landing pages are clear and direct in hopes of providing an overall positive user experience. They don’t distract with gimmicks but funnel the user in a streamlined fashion toward a conversion event. A great place to start when it comes to optimizing landing pages on your site is to look at your homepage. For instance, Peloton provides an excellent blueprint for providing a clean, simple design that includes multiple CTAs. There are even testimonials on the page, a key ingredient for driving conversions of any product page. If you want your website to perform well in SERPs, you should focus on optimizing new content and existing content for organic search. This is especially true for landing pages, where conversion and click-through rates largely rely on quality content. A content audit can determine if your existing landing pages are appropriately optimized. You can apply the below tips to new content just published or under performing content.
Best Practices for Creating a Landing Page With SEO in MindSEO best practices will make your landing pages rank higher in search engine results and ensure you reach your target audience. With the right SEO, you will attract people interested in your topic, product, or service. This allows you to generate more leads, ultimately increasing your conversion rate and supporting overall business success.
- Let your keyword strategy guide the content
- Help search engines understand your content’s structure
- Pay attention to the URL used
- Monitor page speeds
- Build backlinks
Let Your Keyword Strategy Guide the ContentA solid keyword strategy forms the basis of a successful landing page. Select long-tail keywords strategically, focusing on search intent. Use keywords in the content naturally and logically, and remember to write for human readers, not bots. Search engine algorithms recognize keywords stuffing, and this won’t help you climb the SERPs. Use secondary keywords to contextualize further what your landing page is about. You should also consider semantic keywords, phrases you don’t want to rank for specifically but support the primary keyword, clarifying the search intent you are trying to meet. Semantic keywords will help your page rank better and in a more targeted manner overall. Here’s an example of how this might look:
- Primary keyword = “SEO landing page”
- Secondary keyword = “landing pages,” “best SEO landing pages,” “SEO tips for landing pages”
- Semantic keywords = “search engine,” “page ranking,” “blog posts”
Help Search Engines Understand Your Content’s StructureIt takes more than keywords to optimize an SEO landing page. Your content needs to be structured so that search engine bots can read, analyze, and recognize. This way, the search engine knows what your landing page is about and can index it correctly. Here are some points to address in terms of structuring your landing page:
- Title tag: The page’s title should be short and include a high-quality keyword. Ideally, place the keyword to the left of the page title and put less important words last.
- Alt tag: You can add alt tags to images in HTML. These describe the content in a way that search engine bots can read. If the image doesn’t load properly due to a technical glitch, the alt tag will appear instead. A high-quality alt tag will offer a brief description of the image and its context. Here’s an example for a photo of a girl driving a car:
- Meta description: Meta description is a direct ranking factor. A clear meta description can also convince a user to click on a search engine result (or not). Write a succinct and to-the-point meta telling users what they will find on the landing page.
- Headings: Include an H1 heading tag that matches your page title. Break up other content on the page using H2 and H3 headers. Include secondary keywords in secondary headers, as appropriate.
- Internal links: Add relevant internal links using appropriately targeted anchor text. If possible, use the linked page’s primary keyword as the anchor text. Internal linking further helps search engines comprehend the context and the content of a page.
- Images and videos: Add images and videos, which show search engines that the content is valuable. Label these files appropriately, with the primary keyword in the file name, title, and alt tag.